GroupM’s Frances Rubio: “From a Data Perspective, the 2020 Census Will Add a Layer of Understanding of the U.S. Population”
What: We talked to Caro D'Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM about their thoughts on the 2020 Census and the question of immigration.
Why it matters: The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries.
Mandated by the U.S. Constitution, the census takes place every 10 years. The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries. Responses to the 2020 Census will also inform how more than US $675 billion in federal funding is distributed to local communities, including decisions about how public funds are spent on critical public services such as schools, fire and emergency services, and healthcare.
"The U.S. Census Bureau is on a clearly defined mission to drive awareness and motivate people across America to self-respond in the 2020 Census, which will be supported by paid media efforts in a diverse group of channels," said Alex Hughes, VMLY&R Executive Director. "We are excited to have a collaborative process and to partner with key agencies for the upcoming paid media campaign with the launch of the 2020 Census Media Vendor Day."
"The 2020 Census Media Vendor Day will allow for all media channels, no matter their location, audience size, or platform, the ability to participate in this RFP process," said Julie Lee, Executive Director of Wavemaker. "We want to ensure media outlets from across the United States are able to submit a proposal. The goal of the 2020 Census is to reach everyone, which we can do through an effective paid advertising campaign."
We reached out to Caro D'Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM in order to find out their thoughts on the immigration question that was added to the census, and how this impacts the industry.
The majority of our customers are Hispanic. While the question added to the census may not seem to impact our business initially, it actually could hurt some of our customers who depend on food programs if they are afraid to answer the question on citizenship. We are very concerned about what will happen to some of our most vulnerable customers if programs suffer due to this question.
From a research perspective, it is very important that the US Census methodology does not change in a way that discourages participation. A variety of research sources and methods rely on it to establish the total, available universe.
It’s interesting from a data perspective, of course this adds an interesting layer of understanding the U.S. population, but the reality is that these are peoples’ lives, and their very real, day-to-day fears on the table. We know that this could instill fear in potentially getting their immigration status checked out. As a result, this will skew and affect our respondents, and we’ll likely get inaccurate numbers, so I’m interested to see how this data changes from the last Census. It’d also be interesting to cross reference the data against other fact think tanks or research companies.
I believe that it would hinder our ability to understand the true makeup of a market. Many people who are not here legally would avoid being counted. If they avoid being counted then any data using census information as a source will be incorrect and lead us to wrong conclusions.